Transformation Stories

Every brand has a different challenge.

Some need to reconnect with consumers. Others need to rebuild retailer confidence, unlock innovation, accelerate ecommerce or prepare for their next phase of growth.

Here's a selection of the transformation projects I've led and the commercial impact they've delivered.

7th Heaven: Repositioning a Heritage Brand for Modern Growth

The Challenge

7th Heaven was a well-established skincare brand with strong heritage and high awareness, but it had reached a pivotal moment. Consumer expectations had evolved, the market had become increasingly competitive and the brand needed to reconnect with a new generation while strengthening retailer confidence and creating a platform for international growth. The challenge wasn't simply to launch a new campaign. It was to transform the business from the inside out.

My Role

As Head of Marketing, I was brought in to build and lead the marketing function during a period of business transformation. Working closely with the leadership team, I developed a three-year global growth strategy spanning the UK, Europe, USA and LATAM, redefining the brand's future direction and creating the commercial foundations for sustainable growth. This included:

  • Repositioning the brand around a stronger consumer proposition

  • Redefining the visual identity and product architecture

  • Developing a future-focused innovation pipeline

  • Building the brand's first integrated ecommerce ecosystem

  • Launching Shopify, CRM and customer journey programmes

  • Creating a TikTok Shop and LIVE selling strategy

  • Leading retail activation across key UK retailers

  • Building global distributor tools and marketing frameworks

  • Securing major licensing partnerships to drive retailer excitement and consumer relevance

Commercial Impact

The transformation delivered meaningful commercial momentum across the business.

  • Achieved #2 skincare brand in ASDA through improved positioning, merchandising and retail execution

  • Built a new D2C ecosystem delivering 71% CRM email open rates

  • Launched TikTok Shop from scratch, growing sales to £10,000 per month within four months

  • Secured a strategic licensing partnership with Universal Pictures, launching the Wicked collection, which sold out three times across ecommerce and retail

  • Created a long-term innovation pipeline spanning emerging consumer trends including peri-menopause skincare and next-generation haircare

  • Built the governance, infrastructure and commercial tools to support international growth across multiple territories

The Outcome

Rather than simply refreshing the marketing, the project repositioned 7th Heaven as a more contemporary, commercially relevant beauty brand with stronger retailer relationships, new revenue streams and a scalable platform for future international growth.

Skinny Tan: Transforming a Challenger Brand into a Category Leader

The Challenge

Skinny Tan had built strong awareness but risked becoming known primarily as a promotional tanning brand that only had seasonal relevance. The opportunity was to reposition the business as a premium beauty brand capable of driving stronger retailer engagement, deeper consumer loyalty and sustainable long-term growth.

My Role

Leading Brand & Communications, I was responsible for developing a new growth strategy that transformed how the brand showed up across product, retail, digital, e-commerce, PR, social and influencer marketing. Working cross-functionally with product development, sales and commercial teams, I helped redefine the brand proposition, strengthen innovation and create a more premium consumer experience at every touchpoint. Key initiatives included:

  • Repositioning the overall brand strategy to become a 365 premium beauty proposition

  • Relaunching the bestselling Body Glow range with premium packaging and new product extensions

  • Developing an innovation pipeline aligned to emerging consumer needs

  • Transforming PR and influencer strategy

  • Building the Skinny Tan Social Squad creator community

  • Developing purpose-led partnerships with CoppaFeel!

  • Launching the brand's first major ambassador partnership with Liberty Poole

  • Accelerating Amazon and DTC growth through improved proposition and digital strategy

Commercial Impact

The transformation strengthened both brand equity and commercial performance.

  • Achieved the #1 gradual tanning product in Boots during launch

  • Increased annual earned media by 600%, generating more than £3 million in PR value

  • Built a creator community of more than 2,000 members, delivering approximately £750,000 in annual organic content value

  • Successfully transformed the viral success of Notox Face Drops into the long-term Glow 365 proposition, driving sustained growth across Amazon and DTC

  • Strengthened retailer confidence through premium innovation, improved merchandising and more compelling product propositions

The Outcome

By repositioning Skinny Tan beyond discount-led tanning, the brand became more culturally relevant, commercially stronger and better positioned for sustainable growth across retail, ecommerce and digital channels.

Shakeup Cosmetics: Building the Foundations for Future Growth

The Challenge

Operating in the fast-growing men's skincare market, Shakeup had a strong product offering but needed a clearer brand position and commercial strategy to unlock its next phase of growth. The objective was to create a stronger market proposition, improve customer perception and accelerate sales performance - without simply relying on spending more across Meta.

My Role

Working directly with the founders and leadership team, I developed a three-year growth strategy that redefined the brand's future direction. The project focused on creating greater clarity around the brand proposition while identifying new opportunities across retail, D2C and international markets. This included:

  • Developing a three-year commercial growth roadmap

  • Repositioning the brand within the men's skincare category

  • Refining visual identity and tone of voice

  • Defining target audience and customer proposition

  • Creating an integrated activation strategy across ecommerce, retail and promotional activity

  • Identifying opportunities for future product and commercial expansion

Commercial Impact

The new positioning delivered an immediate uplift in business performance.

  • Delivered a 25% increase in sales following the repositioning

  • Created a clear strategic roadmap for future growth to support further investment opportunities

  • Strengthened the brand's competitive position within the men's skincare market

  • Built a more distinctive proposition capable of supporting long-term commercial expansion

The Outcome

Rather than simply refreshing the brand, the project created the strategic clarity needed for the business to compete more effectively, connect with its target consumer and build a stronger platform for future growth.